Axe Drops New Collabs with Hip-Hop Stars, with Pack Design by Sunhouse

Design agency Sunhouse, in collaboration with The Martin Agency, has created the packaging designs for two new limited-edition Axe fragrances.

Developed in partnership with two popular names in the hip hop scene – music producer Metro Boomin and rapper Coi Leray – the cans are targeted at a Gen Z audience and will be exclusively available at Walmart in the US.

“The artists were actively involved in the project, infusing their personal touch to create designs that ring true,” says James Giles, executive creative director at Sunhouse.

Each can features an illustrated portrait of the respective artist, intertwined with symbols that reflect their distinct style – Metro’s features swirling keyboard keys and comic book motifs, while Coi’s features Koi fish and butterflies, which are claimed to tap into her visual iconography and specifically her tattoos.

“The overall aesthetic draws inspiration from the artists’ shared passion for anime and comics, allowing each can to tell a unique story while maintaining cohesion as a set,” Sunhouse’s design team further explains.

Adding: “Vanilla flowers and lavender stalks are also incorporated to underscore fragrance credentials, a critical aspect given the fine fragrance range’s stellar performance in the market. The design is then finished with the artists’ signatures, serving as a definitive stamp of authenticity.”

Sunhouse
www.sunhouse-creative.com